Uniqlo is looking to expand its brand awareness and market share in Western markets like the US and Europe where it currently lags competitors. Its strategy involves developing exclusive product lines tailored to local tastes, using pop-up stores and e-commerce to reach rural areas, and adjusting its supply chain to produce locally in Latin America and develop distribution centers to improve delivery times for e-commerce. The goal is for these initiatives to increase brand awareness, online sales, and market penetration over the next few years.